Great, thank you.
Chair Blois and members of the committee, thank you for the opportunity to be with you today and to join you with my fellow panellists.
The Canola Council encompasses all links in the canola value chain. Our members include canola growers, life science companies, grain handlers, exporters, processors and others. Our shared goal is to ensure the industry's continued growth and success and to do this by meeting global demand for canola and canola-based products, which include food, feed, fibre and fuel.
As you've heard, our industry represents almost $30 billion in economic activity annually, 207,000 jobs, $12 billion in wages and the largest share of farm cash receipts in the country. Our strategic plan is built on three key pillars. These are sustainable and reliable supply, differentiated value, and stable and open trade. All of these are connected with and dependent on a well-functioning supply chain.
I don't need to tell anyone here about the perfect storm our agriculture and agri-food sectors have faced over the last 12 to 24 months or so, be it weather, COVID, transportation, shortages of material inputs or labour challenges, just to name a few. We have heard about all of these from our members.
Our message to you is not just about the supply chain challenges of today. It's about the importance of addressing and future-proofing against the challenges of the future to support growth and competitiveness. Our biggest challenge as an industry is meeting demand for our product, both domestically and internationally.
Today we export over 90% of the canola we produce to more than 50 countries around the world that are hungry for healthy cooking oils, sustainably produced sources of biofuel feedstocks and meal that enhances the diets of livestock. At the same time, here in Canada in the last 12 months or so, we've had announcements of more than $2 billion in capital investments related to the building of new domestic crushing and processing facilities for canola, as well as the expansion of existing ones. These announcements have been driven primarily by market signals regarding the development of a North American biofuels market.
The demand fundamentals for what we produce are strong, but could also be altered significantly in terms of their domestic and international makeup over the course of the next several years.
We are also not without challenges, including post-COVID protectionism and intensified competition.
To be sure, part of being a reliable supplier is to have the products our customers want and to be able to get those products to them when, where and how they want them. If the definition of a supply chain is about the full sequence of processes involved in the production and distribution of a good or service to the consumer or end user, there is also more to think about.
With the limited time we have today, I want to highlight three areas of consideration as you continue your study of our agricultural and agri-food supply chain. They are innovation, regulation and market access.
It's important to highlight the fundamental role that innovation plays in our ongoing ability to meet customer demand, and hence its role as part of an effective supply chain. We are currently in the process of updating and refreshing our innovation strategy with a focus on improving performance, increasing precision, protecting the crop and markets, and focusing on our strengths as an oilseed crop.
Support for this strategy and its recommendations, inclusive of research investments and collaboration between growers, government, universities and private researchers, will be crucial to our ongoing ability to be a reliable supplier. A more resilient crop leads to a more resilient supply chain. Innovations within the canola industry will help ensure that the crop is better positioned to withstand the impacts of our changing climate and other agronomic and production challenges.
However, these innovations can come to fruition only with the support of a predictable and science-based regulatory system, which is the second area of interest.
We are long-standing advocates of a regulatory system that provides appropriate safeguards for health and safety and that also enables sector innovation and competitiveness. As it relates to a well-functioning supply chain, such a regulatory system must ensure that Canadian canola farmers have access to the crop protection, seed tools and technologies they need to continue to grow the great Canadian innovation that is canola. They need to not just grow it, but also grow more of it—even more sustainably through increased productivity—to meet the needs of our customers. Without these tools, we will not retain our status as a reliable supplier.
Finally, I want to highlight market access. The Canadian canola supply chain is highly integrated into global markets, with exports of seed, oil and meal valued at $13.7 billion in 2021. The largest markets for our exports are the United States, China, Japan, Mexico and the European Union. If access to these or other markets is restricted, the risk to producers and others in the supply chain is real and something we have experienced first-hand.
As part of our efforts to support stable and open trade, we have a market access plan built around specific pillars that include eliminating tariffs, science-based sanitary and phytosanitary rules, and access to innovation and technology. Our market access approach relies on clear organization of responsibilities, co-operation and common commitment from both industry and government. Industry's roles include market promotion by working closely with customers; prioritizing opportunities through identification of markets, export destinations and innovations with the greatest potential; and execution by ensuring quality, arranging logistics in an efficient way, and selling into the valuable markets.